PepperAnne: Directing a Multi-Format Punk Visual
The Brief & Scale
DC punk band Purple Hurt commissioned the official video for "PepperAnne," a multi-section track needing a treatment that matched its shifts in rhythm and energy.
Production Scope
Led creative direction end to end: authored the treatment with the band, guided set design and wardrobe styling, and directed a five-person crew across a two-day production schedule.
The Directorial Challenge
The track's three-part structure on a lean budget meant two distinct visual worlds: controlled, highly stylized studio setups against run-and-gun street filming across Washington, DC.
Visual Texture & Multi-Environment Direction
Authored a treatment built around the track's evolving sonic shifts, creating distinct visual worlds for each section through tailored lighting, styling, and lens selections.
Directed day one inside a controlled studio environment, collaborating with stylists and crew on set design, high-saturation lighting, and performance blocking.
Led day two as a mobile run-and-gun shoot across Washington, DC, utilizing handheld black-and-white camera movement and fisheye lenses to capture authentic punk texture.
Supervised post-production edit cuts and color grading, weaving format shifts and fast-paced visual rhythms to maintain narrative momentum throughout the song.
Two Days, Two Worlds.
- One video, two formats. High-contrast studio setups cut against raw handheld street footage on black and white with fisheye lenses, matched to the track's three-part structure.
- A five-person crew across two days. Set design, custom wardrobe and disciplined blocking carried the production value a bigger budget would normally buy.
- A baseline for the band. The video expanded Purple Hurt's digital presence and set the creative reference point for their ongoing releases.